The Ineos Grenadiers cycling team is actively looking for a new sponsor. The British WorldTour team has hired a global sports marketing agency, Sportfive, to help find partners. This week, Sportfive was announced as Ineos’ “Exclusive Sales Agency.” Their goal is to find “non-endemic global partners” for the team. Non-endemic partners are brands that promote something unrelated to cycling, like most current cycling sponsors.
This move comes after reports that Ineos wants a second sponsor to compete with cycling’s “super teams.” Talks with French petrochemical giant TotalEnergies have already taken place. Meanwhile, other parts of the Ineos Sport group are facing changes or budget cuts. Owner Sir Jim Ratcliffe is reducing costs at Manchester United FC and stepping back from a deal with New Zealand Rugby.
Publicly seeking new partners is unusual for Ineos Grenadiers. The team has always relied on one main sponsor—first Sky, then Ineos. They have never used the billboard-style branding seen in other pro cycling teams.
John Allert, CEO of Ineos Grenadiers, said: “For the first time in our history, we are seeking non-endemic global partners. This is a unique opportunity for brands to join one of the most successful teams in Tour de France history. With unmatched global visibility and premium activation opportunities, this partnership is about shaping future victories together.”
Sportfive will use its global network, spanning 60 locations in 18 countries, to find long-term partnership opportunities. Lee Goldwater, Sportfive’s managing director, added: “The Ineos Grenadiers have been a leader in cycling for 15 years. Through innovation and science, they have pushed human potential to new limits. We aim to take this success to the next level and help the team achieve a new era of excellence.”
After a disappointing 2024 season with only 14 wins, their lowest ever, Ineos has already won six times in 2025, including stages at Paris-Nice and Tirreno-Adriatico last week.
If you’re a brand or an individual interested in sponsoring the team, you can request a meeting here.
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